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Traditional digital cameras sales are down after the Smartphone cameras gets smarter. The selfie-stick toting pair are the camera industry�s worst nightmare.

Highschooler Nao Noguchi is a perfect illustration of why Japanese camera sales have plunged the past few years � she uses her smartphone for everything and cannot understand why anyone would bother with a separate device for photos.

�It is easy to take your smartphone out of your pocket if you want to take a picture of someone or something. And you can send the pictures to friends quickly� on social media, said the 17-year-old on a day trip to Tokyo�s historic Asakusa district with her friend Rina.

A rapid shift to picture-taking smartphones has torn into a camera sector dominated by Japanese firms including Canon, Olympus, Sony and Nikon � much like digital cameras all but destroyed the market for photographic film years ago.

And the numbers paint a grim picture: 130 million cameras were sold globally in 2011. Four years later, that figure stood at just 47 million.

The collapse was underscored this month as the firms published their latest financial results, with weak sales threatening a once-vibrant sector.

Now companies are having to scramble for a response, hitting back with upmarket options and offering web-friendly features, or in some cases simply moving away from the hard-hit business.

The answer, the camera industry says, is to innovate and convince smartphone users to climb up the quality ladder.

�It�s kind of life insurance for the camera industry to always protect this superiority in terms of picture quality,� said Heribert Tippenhauer, an analyst at market research firm GfK.

�The competition from smartphones has almost killed the cheapest cameras, but at the same time so many people are taking photos, as never before in human history.

�The smartphone is the first step into the topic of photography, then people want to upgrade, the potential is there.�

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